Feed Me Light · Est. 2015
Scribble to screen. The creatures, mascots and heroes we've designed, sculpted and brought to life for the world's most-loved brands.
We build characters people remember.
Feed Me Light spans creative briefs, storyboarding, illustration, 2D & 3D animation, filming, post production, print, games and VR. The work is fuelled by quality, a light-hearted view, humour and fun. And coffee, definitely a lot of coffee.
Character Development
Benesse · Japan
Tasked with bringing Shimajiro into 3D, our character designers reimagined him for a vibrant new world, while retaining the classic design that makes him instantly recognisable to consumers everywhere.
Concept · Model · Rig · Render
NHS Scotland
We worked closely with NHS Scotland to develop an animal-themed health mascot. Used across campaigns and accompanied by a cast of secondary characters, from clouds to owls to woodland medics, it was a great project to sink our beaks into.
The Menagerie
Monsters with manners, crabs with attitude, birds with bedside manner. A few of the original creatures born in the studio.
Selected Work
Talk about famous characters. From global icons to brand-new mascots, and here is a slice of who we've brought to life.
Process · Sainsbury's 150th
One brief: a cake over a metre wide that spins at 80rpm, retelling 150 years of Sainsbury's as a living zoetrope. Fourteen characters, each drawn in 2D, animated, modelled in 3D, then 3D-printed for the real thing.
01
Every character starts as a pencil drawing. Beginning with Mr Sainsbury, we explored age, posture and Edwardian dress from period photographs.
02
Each performance is hand-animated in 2D first: the classic zoetrope idea of motion built from a sequence of drawings.
03
Drawings become form. Characters are modelled in 3D and staged on the cake in VR, so every department could pre-visualise the build.
04
Finally each figure is 3D-printed, hand-finished and mounted on the cake for a real, physical zoetrope.
In Motion
Characters aren't finished until they move. A loop of frames straight from the studio reel.
Trusted by
The Cast
Mascots, monsters, heroes and helpers. A wider look across the studio's character work. Click any one to see it bigger.
The Studio
A character studio that brands trust and audiences remember.
Feed Me Light · London & Riyadh